Study conducted by Up Romania in partnership with Reveal Marketing Research: Almost half of Romanians throw away cooked food

• 83% of Romanians buy groceries several times a week, with 38% shopping daily or almost daily
• 46% of respondents discard cooked food—making it the most commonly wasted food category
• The top causes of food waste are over-purchasing and expired products (43%)
• 82% of people use strategies such as freezing and proper storage to reduce food waste
• 53% say that family traditions and cultural values influence their food consumption habits

Bucharest, 27 May 2025 – Nearly half of Romanians throw away cooked food, according to a new study conducted by Up Romania — a leading provider of employee benefits — in partnership with Reveal Marketing Research.

This behavior remains worryingly prevalent, even though food shopping habits have stayed consistent compared to last year’s data.

83% of respondents report buying groceries several times a week, with 38% doing so daily or almost daily. Yet, food waste continues to be a significant issue.

Home-cooked meals remain the main form of food consumption, with a slight decrease compared to last year, and the highest rates recorded among women (7.5 out of 10 meals) and people over the age of 55 (8.7 out of 10 meals). Young people aged 18 to 24 more frequently choose alternatives such as food delivery (1.8 out of 10 meals) or eating out (2.1 out of 10 meals), which indirectly contributes to increased food waste.

“Romania wastes around 2.5 million tons of food annually—equivalent to 150 kg per person. This is a phenomenon with economic, social, and environmental implications. At Up Romania, we are committed to reducing food waste through programs and initiatives that promote responsible and sustainable consumption,” stated Elena Pap, European Director, Up Group. 

Food waste: a persistent challenge despite awareness

Most Romanians experience weekly financial losses due to wasted food. While 66% say they waste food worth less than 50 RON, 3% report losses exceeding 200 RON weekly. Young people tend to report higher losses, whereas those over 55 demonstrate better food management and financial awareness.

Cooked food is the most discarded item (46%), followed by bread and bakery products (39%), fruits (28%), and vegetables (27%). Those aged 18–34 are responsible for the highest levels of waste, while older individuals waste significantly less.

Among the most common causes identified for food wastage were over-buying (43%) and cooking too much food (39%), habits most common among adults aged 25-44. Other reasons include refusing to eat reheated food and lack of education on food planning and conservation, all of which contribute to perpetuating food waste.

Romanian’ attitudes show growing awareness, but also generational differences

Romanians are becoming increasingly aware of the extent of food waste, with 64% of respondents considering it a serious problem, especially women and people aged 35-44. The dominant feeling is guilt, felt most strongly by women (63%) and adults aged 45-55 (59%).

When it comes to concrete measures, women are more involved than men in fighting food waste. People over 55 are more sustainable: they throw away the least, have low financial losses (84% estimate losses of less than 50 lei per week) and still follow rules they learned in their families, such as “don’t throw food away”.

The majority of respondents already follow habits aimed at reducing waste: storing and freezing food correctly (82%), planning shopping (78%) and estimating portions correctly (76%). These practices are more commonly adopted by women and 35-44 year olds, while young people aged 25-34 are less open to such solutions.

“The results of this year’s survey confirm that Romanians, especially older people and women, are showing an increased interest in reducing food waste. Although young people’s behaviors still show a greater tendency toward waste, social pressure and access to information can help them adopt more responsible habits. It is essential that we continue to invest in education and awareness in order to build a sustainable food culture,” stated Marius Luican, Managing Director of Reveal Marketing Research.

Cultural values and education still shape food habits

For 46% of Romanians, the “don’t throw food away” rule was imposed since childhood, especially for those over 45. In contrast, younger generations were less exposed to these traditional rules. Phrases such as “think of the hungry children” are mentioned by 69% of respondents, especially women and those aged 35-55, indicating a clear influence of cultural norms on the perception of waste.

More than half of the respondents (53%) recognize that the traditions and values of the family they grew up in influence their eating habits. This rises to 65% among people over 55, indicating a strong link between traditional upbringing and care for resources. At the other end of the scale, young people under 35 say they are less influenced by these values, with only 43% of 25-34 year olds and 40% of 18-24 year olds.

Young people waste more food—but are also more responsive to social pressure

The eating behavior of Generation Z (18-24 year olds) indicates a high level of waste – they throw away cooked food most frequently and report higher weekly financial losses. At the same time, they also feel social pressure most acutely when throwing food away – 34% of young people in this age group say they feel this way, compared with 28% of the total sample.

At the same time, young people under 35 are more likely to prefer to order takeout or dine out. In fact, Generation Z (18-24 year olds) dine out on average 2 out of 10.

At the same time, their openness to adopting preventive methods to reduce food waste is lower than that of 35-44 year olds, who are more committed to fighting waste.

The survey data shows a growing awareness of food waste in society, but also significant differences in behavior and perceptions between generations. Strengthening food education and promoting responsible habits remain essential steps to reduce this phenomenon with economic, social and environmental impacts.

The survey was conducted online among people aged 18 – 56+ in urban areas, with a sample of N = 1017 respondents. The maximum sampling error is +/-3.1% at 95% confidence level. Data collection period: March 15-24, 2025.

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About Up România

Up Romania is part of the Up Group, serves over 25,000 customers and over 1.3 million beneficiaries on Up Dejun, Up Cadou, Up Vacanță, Up Cultură. To these we add more than 1.2 million beneficiaries on Up Social from 150 national and local social projects that have been realized in the last 6 years.  With more than 22 years of presence in Romania, the company offers various motivational tools and advantageous financial solutions for companies’ business performance, including products and services for employees, the Up MultiBenefits flexible benefits platform, services dedicated to merchants, as well as customized solutions for modernizing the social action sector.

Up MultiBeneficii is Up Romania’s solution dedicated to companies, which offers efficient management of fringe benefits available to employees. The Up MultiBeneficii platform presents an attractive package of benefits and special offers that can be chosen by the employee according to his/her needs, generating a competitive advantage in the market for the employer and autonomy and flexibility for the employee.

Up Romania, one of the leading players in the fringe benefits industry in the market, has launched the UpMobil+ application, a digital ecosystem for managing fringe benefits and access to exclusive offers, top products and services, all in one place. The new application targets both those who benefit from Up Romania products and the general public, who can thus enjoy special advantages.

Through the “Redefine Work” campaign, Up Romania aims to change the perspective on work, bringing significant changes in the approach to it.

Up Romania is certified Great Place To Work for the third consecutive year in 2024.

More details on www.upromania.ro.

The Up Mobil+ app can be downloaded from the App Store, Google Play, or Huawei AppGallery.

About Reveal Marketing Research

Reveal Marketing Research is a full-service market research company specializing in sociological studies, customer insights, business strategy, and market development. With expertise in over 20 industries, Reveal Marketing Research believes that market research is fundamental to informed decision-making and brand positioning. For over 16 years, they’ve supported companies in Romania and across Europe through qualitative and quantitative research.